Beer In Ads #2072: There’s A Surprising Difference In Hobbies


Sunday’s ad is for Schlitz, from 1939. In this ad, entitled “There’s a surprising difference in Hobbies,” which details many ways in which people like to relax, by collecting things or playing with model trains (like my son). But the second half of this double truck ad is devoted instead to “There’s an amazing difference in beers!” But for that there’s much less variety. Spoiler alert: it’s just Schlitz.

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Beer In Ads #2071: Something On The Ball


Saturday’s ad is for Schlitz, from 1940. In this ad, entitled “Something On The Ball,” there are several sports using balls highlighted — golf, football, bowling and tennis, but baseball is the most prominent one, and since this ad ran five years before the last time the Chicago Cubs appeared in a World Series, I figured it was appropriate for today’s ad with them finally making it to the series this year. The ad finally comes around to tying it into Schlitz, by saying while the sports have “something on the ba;;,” Schlitz is so good it has “everything on the ball.”

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Beer In Ads #2070: What Not To Do At A Picnic


Friday’s ad is for Schlitz, from 1940. In this ad, entitled “What Not To Do At A Picnic,” there are several humorous cartoons illustrating bad ideas that will ruin a picnic. Given that there are eleven cartoons, it’s sort of like a second comics page. But, of course, there’s an addendum suggesting the “Right thing to do.” Their suggestion? “Take along plenty of Schlitz!”

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Beer In Ads #2069: Any Minute Now …


Thursday’s ad is for Schlitz, from 1940. In this ad, entitled “Any Minute Now … It may happen to you!,” although the subtitle (which appears above the larger title) may go to the heart of the ad, and it reads “What Are Your Chances …” of at least four things occurring. This ad has an actual author’s byline, Herbert M. Alexander, along with a short resume, and then a two-page article about chance, statistic, superstition and luck, before naturally finishing up with how Schlitz fits into this line of reasoning, as a perfect accompaniment to such great occasions.

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Beer In Ads #2067: Who Said It First?


Tuesday’s ad is for Schlitz, from 1939. In this ad, entitled “Who Said It First?,” nine well-known expressions (though to be fair, a few of them I hadn’t heard before) are given their origin stories, explaining where they came from, and then the ad ends with just one more, number ten. That last one is “The Beer That Made Milwaukee Famous,” yet curiously, the story doesn’t involve the Schlitz marketing department or ad agency.

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Beer In Ads #2066: How To Celebrate A Great Occasion


Monday’s ad is for Schlitz, from 1940. In this ad, entitled “How To Celebrate A Great Occasion,” it tells the story of how people have celebrated occasions throughout history. Toward the end of the history lesson, the author wonders what Shakespeare would have thought of bottled Schlitz. Not the question I would have asked, although he also wants to know if Hamlet was mad.

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Beer In Ads #2065: Moments We’ll Never Forget


Sunday’s ad is for Schlitz, from 1940. In this ad, entitled “Moments We’ll Never Forget …,” is features “Six great explorers recall exciting episodes around the world.” But then there’s one more story. And it’s the moment you first tasted Schlitz. There’s even a sidebar with how bad air is for your beer. Another dense double truck filled with text. These may some of the first advertorials.

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